Women Entrepreneurs and The usage of social Media for Business Sustainability In the time of Covid-19

Abstract

This study explores the efforts of Indonesian women entrepreneurs to sustain their businesses during the COVID-19 crisis of 2020–2021. Focusing on female-owned businesses in Yogyakarta, this research places particular emphasis on how social media contributes to their survival. Using a quantitative approach to analyze data collected from 130 respondents, the researchers found that the pandemic has severely affected women entrepreneurs—especially those operating SMEs. Most significantly, women have experienced reduced income due to decreased sales, disrupted supply chains, and difficulty paying credit instalments. Although women entrepreneurs are particularly vulnerable to economic shocks, most lack access to assistance from government and private programmes. This study also sheds light on social media's Important role in saving women's businesses. Facebook, WhatsApp, and Instagram have become the main instruments through which women market their businesses and reach new audiences. Aggressive promotions, accompanied by attractive offers such as discounts and additional services, have helped women entrepreneurs reduce their losses. Overall, we conclude that women entrepreneurs found innovative ways to survive their businesses during a time of crisis.

Opportunity recognition during the COVID-19 pandemic: a case study of Ghanaian women entrepreneurs in the beauty industry

“…Studies have found product diversification as a strategy employed by women business owners during the pandemic (Indrawati et al. , 2021; Rahayu et al. , 2021; Lawrence and Lawrence, 2021).…”

“…(2021) reveal that women entrepreneurs are likelier to benefit from social media and promotions than any other method regarding minimizing sales loss. The COVID-19 pandemic continues to propel women entrepreneurs into the digital space as they aim to reach a broader range of customers (Rahayu et al. , 2021).…”

“…Changes in customer demand created the advantage and the driving force for the activities to be performed. Studies have found product diversification as a strategy employed by women business owners during the pandemic (Indrawati et al, 2021;Rahayu et al, 2021;Lawrence and Lawrence, 2021).…”

The Impact of Social Media on the Development of Women Especially in Transition States

“…Women entrepreneurs, not only in developed countries but also those that are developing, face various challenges, including access to the international market, but developed technology and various social networks are their biggest support, through which they can develop their businesses and access international markets [17][18][19]. Also, Rah et al [8] claimed that women entrepreneurs in developing countries, due to different traditional and cultural customs, as well as their lack of support, started their businesses, and accessing the operating market was easier through social media.…”

“…Almost all businesses today also conduct their activities online, especially after the period of the COVID-19 pandemic. Businesses led by women, which are mostly small businesses, have their greatest development through social media, as they face various problems, where the most prominent ones are adaptation to technological changes, where the latter is developing with big steps in recent years, cooperation with qualified people, as well as balancing family and work [7,8]. This way of doing business is very welcome, especially for female entrepreneurs, since they can develop their businesses even without investments in facilities.…”